Customer service 'should receive biggest investment when it comes to social media'

Different teams in a business may need social media management technology, such as the marketing division, but no department needs more investment when it comes to using online networking platforms than customer service.

This is the opinion of Steven Klimek, managing director of aviation consultancy AIRticulate, who was quoted by Airline Business saying there is much to be gained from signing up for an account.

Indeed, he said being on social media is absolutely vital at some minimal level, as it is essential to know what people are saying about a business.

When it comes to customer service teams, the reason you need to have a lot of people working and a large investment is because when a company does not answer a comment from a consumer it can make the business look arrogant, Mr Klimek explained.

In an article for CBS News, Steve Tobak, managing partner of management consultancy and business strategy firm Invisor Consulting, recently advised enterprises to ensure they focus on "real-time customer experience, service and feedback via social media", noting this is now seen as a key part of brand management.

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